Raffles has enlisted a squad of fashion industry veterans to bring its second 'The Butler Did It' campaign to life, celebrating a suite of new cultural packages at its hotels worldwide, from Jaipur to Jeddah. Olivia Palamountain reports

Raffles has launched the second chapter of its fashion-forward marketing campaign featuring British actor Henry Golding (Crazy Rich Asians, Another Simple Favour, Snake Eyes) and a cast of high-profile models.

"The Butler Did It Chapter II" continues the story begun at Raffles Singapore, with model Tim Easton reprising his role as the brand's signature butler character. The campaign unfolds within Raffles London at The OWO, the converted Old War Office building where some of England's most notable spies once worked.

Check out the first "The Butler Did It" campaign here.Creative direction comes from Trey Laird, whose previous campaigns include work for Tommy Hilfiger, DKNY and Hugo Boss's collaboration with David Beckham, with photography by Dylan Don and styling by Robert Rabensteiner.

The campaign features Henry Golding alongside actors Oli Green, Jacquetta Wheeler, Stephanie Grainger and Amalie Gassman as hotel guests receiving personalised butler service. Scenarios include private afternoon tea, bespoke bedtime stories and wake-up calls from the King's Piper - services that showcase the brand's positioning around hyper-personalised hospitality.The cinematic approach builds on the building's espionage heritage, incorporating an air of mystery suited to the former intelligence headquarters. The Old War Office served as a strategic nerve centre during both world wars before its conversion into the luxury hotel that opened in 2023.

Omer Acar, chief executive of Raffles Hotels & Resorts, says: "At Raffles Hotels & Resorts, our butlers are more than a hallmark of service and hospitality - they epitomise our brand's spirit, representing over a century of quiet artistry, graceful anticipation, and moments of emotionally intuitive care that are as individual as our guests. In bringing 'The Butler Did It' to London, our inspirational creative team has once again reimagined this tradition through a lens that is witty, whimsical, and unmistakably Raffles."The campaign coincides with Raffles' global expansion programme, with recent openings in Jaipur and Sentosa, and forthcoming properties planned for Jeddah, Lake Como, Los Cabos, Shanghai and Tokyo. The brand has created accompanying "Butler Did It Experiences" - curated packages designed to showcase cultural offerings at each destination.

Trey Laird says the campaign aimed to blend "elegance with a hint of intrigue" whilst demonstrating guest experiences that are "as stylish and witty as they are warm." The Old War Office's grand architecture and historical significance provided what he described as "an extraordinary stage for the campaign's next chapter."The fashion industry's increasing involvement in luxury hospitality marketing reflects hotels' efforts to differentiate their brands through high-production campaigns traditionally associated with fashion and beauty advertising. The approach targets affluent travellers accustomed to luxury retail marketing rather than conventional hotel advertising.

The campaign launches globally across print, digital video and social media platforms, with the butler character serving as a consistent brand ambassador across different properties and markets.